Inverarity Morton is very much at the forefront of the licensed trade and is Scotland’s leading independent wines and spirits merchant. The company’s commercial director tells Karen Peattie how the company is evolving and why he wants to stay close to the SLTA
SCOTLAND’S leading independent wines and spirits merchant, Inverarity Morton was founded in 1945 and remains at the forefront of the licensed trade with a reputation built on understanding its customers and adapting to changing market forces.
As commercial director Ian Cumming explains, it is that focus on customer service that is more important today than ever before. “We’re a people business and our trade revolves around people and relationships – with our customers, with our suppliers and also our staff,” he says. “You can never afford to become complacent because there are always new challenges to contend with.”
Inverarity Morton – like the SLTA – has gone through considerable change in the last three years. “We’re in a very good place having moved into our new depot,” says Ian. “Everything is under one roof and we have one very strong identity which sends out a very clear message to our customers that we are one business with one vision.”
The company’s broad-ranging portfolio includes a 2,000-plus range of wines from around the world, 95% of them exclusive to Inverarity Morton – it is also the only SOPA-certified organic wine importer in Scotland. Add to the mix an extensive range of premium spirts, craft beers, real ales and soft drinks and the company is very much a force to be reckoned with in a competitive Scottish marketplace.
Inverarity Morton has a long-established relationship with the SLTA, thanks to the company’s former sales director Donald Campbell who finished his two-year stint as chairman of the trade association last November. The respected industry veteran played a pivotal role in rejuvenating the association, growing its membership and making it more relevant to the needs of the licensed trade in Scotland in the 21st century.
“The trade should be very grateful to Donald for his contribution and as a committed SLTA industry partner we’re keen to be part of a trade association that is increasingly high profile and modern,” says Ian. “We have a very different licensed trade now in Scotland with a community of ambitious bartenders who are adventurous and attracting new customers to our bars plus a growing band of entrepreneurs who are opening exciting venues all over the country.
“As a business we need to respond to these developments and so does the SLTA – it makes perfect sense for a company like Inverarity Morton to be part of the SLTA and play our part in getting all the right people around the table to keep the association in its current strong position which is right at the heart of the licensed trade in Scotland.
“This is a really exciting time for the trade and we need the strong voice that the SLTA provides to stand up for the industry and the people who work in it.”
Find out more about Inverarity Morton at www.inveraritymorton.com
Inverarity Morton held its annual wine portfolio tasting – the largest trade wine event in Scotland – at the Assembly Rooms in Edinburgh in March when over 500 customers attended to meet the 60-plus suppliers who were showcasing over 500 wines